Gaana launches Originals platform for Artists to launch non-film music

The platform will provide mainstream reach to music artists to launch their Original content at the same scale of a film-based music

September 11, 2017

Gaana, Indiaâs favourite music streaming app, has launched a first-of-its-kind platform to promote non-film music from artists under the brand âGaana Originalsâ. The platform will provide mainstream reach to music artists to launch their Original content at the same scale of a film-based music.

The first single under Gaana Originals, 'Tum Hardafa Ho', composed and sung by renowned music composer and singer Ankit Tiwari has already garnered about 1 million streams in 5 days. This puts it in the same league as most popular film songs on Gaana like Mere Rashke Qamar, Chalti Hai Kya 9 se 12, Tamma Tamma Again, Badri Ki Dulhaniya, et al. This is a new record, which also proves that audience appreciation for independent music is paramount, provided discovery and accessibility for such songs are simplified as done by Gaana.

Gaana under its âOriginalsâ platform is attempting to reimagine trends in music listening by establishing a platform to promote creativity and move beyond film-based song compositions. This is the first time ever that artists are being provided a platform to showcase their ingenuity.

Gaana Originals will feature 11 original songs from top Bollywood/Regional artists releasing one song a week. It will showcase ingenious works from best of the Bollywood & Punjabi singers like Sonu Nigam, Shaan, Ankit Tiwari, Neha Kakkar, Sona Mohpatra, Tony Kakkar, Millind Gaba, Sonu Kakkar, Gurnazar, Sachin Gupta and Soham.

Prashan Agawarl, COO, Gaana said, âIt is a proud moment for Gaana to launch a platform to help artists launch non-film music in India. Unlike international markets, most music consumption in India is still Bollywood centric and this is our initiative to empower artists.â

Ankit Tiwari said, âAs a composer, Original music is very important for me and many of us in this creative field. I really want to thank Gaana for giving us the platform to feature and showcase our independent work, it really means a lot to me. Also, it is so good to see that song has already crossed 1 million playouts on Gaana in just 5 days â growing much faster than compared to few top Bollywood film songsâ.